Executive Summary
Rutherford-Based Music School (RBMS) sought to increase student enrollment during the challenging summer months. By implementing a comprehensive strategic plan, the school achieved a significant 38.8% increase in student count within a short period.
CONTEXT
“Rutherford-Based Music School” (RBMS) is a part of an international franchise that provides music education to children and adults of all ages. The Rutherford-Based Music School opened their doors in August 2023. Operating with 2 owners and 8 employees, the music school had a student membership count of 67 students at the beginning of June 2024.
The owners wanted to quickly increase the student count, as the summer is a challenging time to sign-up new students. The music school sought strategic planning to increase their student enrollment through implementing a series of marketing and outreach.
METHOD
Working closely with the “Rutherford-Based Music School” to:
Analyzed employee performance;
Identified student pain points and issues that are lowering retention;
Identified unique marketing opportunities to promote the school;
Identified opportunities to develop and train a “Studio Manager” role;
Developed the “RBMS Summer Open House Series” throughout the summer;
Evaluated owners workload to increase efficiency;
Collaborative effort to implement strategies recommended by firm;
Developed a “1 Year Anniversary” event.
OUTCOMES
Rutherford-Based Music School saw a significant boost in enrollment, increasing their student count by 38.8% as of September 5, 2024. This growth was largely attributed to a strategic marketing plan that focused on new digital channels.
Through targeted social media campaigns on platforms like Meta and Instagram, RBMS was able to quickly attract potential students. Reels and ads helped reach parents within the Carlstadt community, resulting in over 15 new enrollments in just one week.
Offline events also played a crucial role. A summer open house generated $1,800 in revenue through raffles, merchandise sales, and promotions, and immediately led to 2 new students signing up. In the following weeks, nearly 5 more leads converted into students.
The success of the open house inspired RBMS to collaborate with the local chamber of commerce for a "One Year Anniversary Celebration" in August. This event resulted in 10 additional student enrollments.
Much of this growth was made possible by the creation of a Studio Manager position. The Studio Manager took the lead on implementing marketing strategies and managing social media outreach, freeing up time for the owners to focus on external networking and business development.
At the end of this project, the music school was able to reach 94 students. As of November 15, 2024, the school has over 120 students.